The recent So-Milano boutique in Piazza Risorgimento, Milan, designed by Baciocchi Associati, is all about contaminations, and with this recent project, the Arezzo firm shows that it has many different strings to its bow. No more of the “candy box” atmosphere that features in the two Marchesi coffee shops in Milan, located in Via Montenapoleone and on the first floor of Galleria Vittorio Emanuele; this new fashion direction is all about a bold image combining polished pop ideas and rough textures. The theme running through the store consists of spherical forms, also used on the store front for the logo, and which light up in the evening. Inside the 300 square-metre store, double open spheres, lit on the inside, become display stands for hanging garments at the top, while the bottom sections act as shelves for accessories. At the entrance, the eye is drawn to the back wall with its decorative composition in white paper, created by hand and dotted with textured branches in bronze that act as garment hangers. Satin-finish aluminium benches support accessories, while glass showcases contain installations created with glassware and flowers.
The walls are black and lit up with coloured neon lettering.